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tv   The Attention Merchants  CSPAN  November 6, 2016 1:00am-1:51am EDT

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we have already had the supreme court decisions on that so if you talk about indentured servitude you remove all of the windows of identity politics and people are too involved to realize ultimately the path they are being led down with the argument. and the fact have a reporter that went to the small town to prove a narrative that is exactly why in our nation have had it
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please turn off your cellphone after words we will have time for q&a and also go to the book signing tent. also picked up a copy of the new book the attention merchants which is outstanding and a quick read
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with a lot of amazing stories about the battle. i cannot recommend this highly enough. if you purchase a book you support the texas turn me to welcome. [applause] >> so let's just a rip-off ones that overall peace system where i want. >> i really glad to be here. with my brother lived here when we were younger he worked for software company. i seem to come here every year. i love it but every time i arrive, the first 20 minutes i walk around i'm always reminded of the movies slacker.
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[laughter] always somebody walking around like there in that movie. >> >> so your attention is incredibly viable and about 150 years ago of business discovered that attention is valuable and with that business model to get a crowd together if you have a captive audience but that business model originally confined to the tabloids in new york comes to devour much of our lives.
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so this feeling to sit down at your computer now three hours have gone by. and you get lost in the four tax. i have writing the book to suggest we are leaving at one negative living in a casino that is a constant effort to pull you into what , wallace side doing what did i go shopping with the way that it is driven of that model. so in some sense it is an industry of the business model from the first tabloid newspapers through radio and television in the early days of the internet.
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so we're in unusual state of living lives going 1,000 times a day. to be distracted but i wrote this book at of a sense of concern for our culture and how we live and the civilization we will did then and ask the opposition to be walled off from commerce so that is going a little far. and after the message from our sponsor. >> but the way that you prevent - - president -- present your case so the next one is more compelling.
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so you talk about the story of advertising was invented somewhere so can you talk about the origin greg. >> where did it come from part. >> the research in the book to say where did advertising come from? was there a time we were not advertised to put. >> there was. i went searching at the source with the invention. let me tell you that story. there is a guy and day
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reprinted the entire speech that i will reduce the price of the newspaper to 1 penny at that price i am selling at a loss but i will gather some laypeople from my newspaper to be cheap by printing interesting stories , the ferrous ferrous-- headlines so it was crime and so forth. and he lost money for a while but once there was a magic moment he have a large net of an audience the first person whose business model but that is what is going
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on. most media even though you think your the consumer you don't want to say to much but new are not the customer that business model was invented but pretty soon but it is all about gathering attention new rand uh tribune who had even crazier stories was like jerry
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springer of his time. >> from the very early days of competition it was completely different with you so coffee or beer but when you try to gather a karate have to do something outrageous or outlandish. he had a huge audience with the firsthand account to be murdered with the axe to set on fire. the head for - - the editor said the most beautiful thing he had never seen and even though her head was have caught off. so they have a series of stories with exclusive
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reports about what they had seen on the moon. it was amazing. >> was set a logo? >> they discovered human bats and of that never retracted story. but the point is that is for the business models started even in the early days to show you to go in some strange direction and assuming competition for attention. talk about the earliest time that there are several revolutions along the way.
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and and why those matter. so one thing that is interesting with the advertising industry, every so often people are fed up they have had enough and they start to revolts. it can happen allot of different ways at the turn of the century and paris people were fed up. this is like the intrusive advertising every single square surface was covered in posters they formed a group to be and most of posters in fact, but the idiots that we are fooling people and consumers for its was founded 1929 through the
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80th but they've heard can misleading the people. and guam last tory with uh commercials that were technologically based. and in the naval reserve does sometimes you get really weird people. >> and then you rise and be really weird just like radio it is by commercial with this incredible technology
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why do we allow them to be polluted with commercials with aspirin and cigarettes? what is going on? he wanted to charge engineers to destroy or block commercials. they came up with something shaped like a gun and you pointed out the screen and that would sap the commercial laugh laugh. >> today we call that in the remote control. i am not kidding. the original idea that lets you shoot out commercials you did not like. >> how did that work out to crack. >> on the one hand and actually when i watch sports i turn off the volume but he overestimated our ability to control all our attention. is really hard to control
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your attention and to be torn away from it so even though they are powerful and to magnificent they are machines. but also to plus away but i'm not reading back by now. >> hold on. >> think of the chainsaw technology. that was not a real unchained sauce. >> basically it does what you turn it on and does not try to advertise it is focused some of you may be a
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writer but an offer but it is hard to write to your causally getting distracted. i am inspired by the story of jack kerouac who wrote his book in six weeks with a single piece of paper proposing will scroll you may know the story. >> i will check at out. but anyway the appointee is the remote control with the conducive television watching that where we lose control the and the but then
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they start off but if you fast forward through 2010 with enough flecks we can bring the subscription price you could binge watch and that is the new sixpenny paper. if you talk about background or coming full circle. >> five would be pleased. with the beautiful invention can and the internet of course, also honestly if think we blew it. i remember that everything took to the advertising model sold as a result it is
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caught up the of. >> beutel the story first. >> it is a big part of that. there is no greater goal or no deeper goal. and to expect a miracle from science and bid by did with the intense competition with the quality content of
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course, that suffer the same problem. i think the bad got ruined by campbell leave this spent 10 years of my life this is a serious problem. the main mediums of the culture. and then to be some zero successful they are distracted me will offer you something you will sit there for an hour but it is a very
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different feeling. >> and in theory books will become popular again because when you read a book there is some small ways my new read a book ha with those revolutionaries. laugh laugh. [applause] nobody says this but what of companies these people reading books are not watching the ads. they're not branded. we don't have to get information out of them we'll pick a their habits they're learning something and here we have all these hours going by with lithium and industrial complex and
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it think net lakes has profited from now. i believe that some point to go to far. that this is too much. so that is an excellent broadcast. so i do think it is possible but then we get better. but if we fix some of that media because they have gone too far. i don't say spend all your time that we can do better.
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>> how would deal of vice the individual? what other things we could be doing to reclaim? >> you read through this now what? with the human reclamation earn project. >> to tear up the parking lot but we are over harvested. and drilling for access to your mind so i think of our time you have to use do more you cannot just trust your
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environment the same way you are in a casino you cannot go with the flow if you do you well under -- and the bankrupt and wonder what the hell happened so '02 take from you the maximum amount of time under the guise of everything being free. you a and of having huge parts of your life. part of why i wrote this book and was very influenced by the philosopher. and he made the point when you get to the end of your day what you pay attention to will be life. that's it. you have this resource highest spend did that is that.
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in to watch that ridiculous and self. with tradition our religion to impose those limitations. >> today you have to program your own life but you have to declare your all mines just a couple days a week just don't touch the computer then adjusts feels better might i tried to maximize my secret weapon is
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my two daughters. they are like the intentional feedback loop if you get on your phone they will not stand for that. that they are right but also like family time it cannot say maybe i will try. but then other things and one of the things that i did was interesting a couple of weeks i kept track of how wise spent every hour it was interesting. and we live lives baby want to write were to read to make sure you do that. >> intention malady. >> exactly not letting awash
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over. >> also not trusting yourself. if people have a gambling problem they said don't just go once then walk away. two satellite use my computer on sunday. it is very extremely hard. the parts if you are stronger in those define these things they're not jumping around. nobody can resist. >> i do want to leave time for some questions. if you have some questions you can step up to the microphone giving people a chance to formulate their questions. if you write the apple log and one more chapter to explain trump, how does that
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fit into the attention crack's explain that phenomenon using your free mark. >> in some ways he belongs in the book more. he his a master of everything i described in the book as a culmination of a spectacle over substance and using the classic techniques. back in the '30's you create the sensation and a the falls scandals and one thing that was realized head is an matter if you look good or bad as long as people are watching that is your genes keep to keeping the primaries could. >> the war dead he said eye
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when. he was going against mcdonald's -- but to use that technique there is something that happens if you are two dominant. so to have that element in your culture all the of battles are about '04 attention. i worked as a law professor with the u.s. supreme court. they are not perfect but that list -- they worry about splitting things on the merits as more elections are decided and that isn't exactly the plan for democracy. that is a great season one-for-one about number
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two? to say that is incredible cnn's profits through the roof. >> >> >> it is the the focus of the book and where attention
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is so essentials to the economy that the prior step to get attention i work and journalism there is no cause to do without enlisting the celebrity and did is incredible of that celebrity and it is like a fact with uh great proposals the did that we brought up in mark.
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>> >> that is an interesting question. >> value is based on scarcity where it has become fairly abundant so that which is left that is still scarce becomes viable. two cd intention of the currency of the future. that you can think of the attention even to spend the net.
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to even get a tiny second of your time to even have access to mind for a second how're we doing on time? with capitalism in the '60s there was a big revolts of commercials of the advertising one of the things that i did at the heart the counterculture to
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turn away from capitalism to peace and love to live in the commune but that was the idea. to have a great technology and then saw lsd like the remote-control. if we should take lsd and hang out. but that was his idea as a substitute for television.
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>> but that transformation of capitalism, somewhere in the '60s advertisers have a great idea that all the people of the counterculture want something different in one to feel free to make themselves part of that idea and one that could be catered to sell one of the biggest ads of the '70s of the coca-cola commercial level by to give the world the coke it is very moving. it is beautiful all the people wonderful looking
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different nations the camera work is incredible. in the best of the '60s. to masterfully put that together seamlessly with the special charlie brown christmas all ultimately they recognize the real importance but it was also an amazing branding opportunity for coca-cola and then they say this will not hurt us biting capitalism is amazing in the
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sense that it can adapt but as some lovell's of the desire itself to be anti- capitalistic does not matter that isn't quite the answers your question that is what is so important. and this just amplifies my facebook and twitter what draws your attention with that to construct of your world so is there a proposal to break through that bubble? [inaudible]
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that is an interesting question. i have some thoughts on the one hand the promise not great about the country so much in their own little world. on the other hand, the alternatives that everybody is watching the same thing. with one source. i am conflicted. because there is room for some cultures and very deeply nonconformist but on the of one hand to make it a
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very centrist president but domenici and other hand there are only three stations 70 million people on average would watch. it is rarely like the super bowl. so what's good about that it does not leave the lot of room. there is no trade-off. i do believe america where they can feel free to be
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themselves. that is important i believe then mutual respect among subcultures. knitting and the first amendment but also a plenum of mutual respect. >> >> i heard a radio interview not long after he switched to writing on a computer
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that he cannot resist checking his e-mail's them would physically disabled with a screwdriver. >> but i write down a different machine that i do everything else is a stripped-down computer and it has a blank screen so does just you and your work. and then you push yourself. >> it is a powerful thing everybody has their poison.
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did is important to change your and firemen. then to say you can sit down in the casino to write poetry. but talk about sacred spaces as of public elementary school literally selling space on its walls to the captive audience. so you have to create your sacred space we said that stronger sense that some
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spaces were sacred and everything goes. the schools were for education is like eyeballs. but the but that time and space being wasted. and to redefine the sacred spaces if you don't want to use that word sacred you could say private spaces or whatever it is used still in
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the places we can be yourself. also for the model that doesn't make that much money. by now i'm getting on a rant but i do think advertising is really terrible. and magically delicious lucky charms. behalf to go to school then you advertise to them? that seems very wrong. >> just like twitter was having trouble. >> very good point. >> twitter is in financial trouble it shows the of big
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mistake that we made assuming that every single business of the web shelby's profitable because twitter is fun and useful popular among certain class of politicians laugh laugh is fine. and not try is a should not exist but the idea to be constantly increasing revenue why certain parts of our lives from so why do they need to make money to exist? twitter is in a bad situation.
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a way for people to exchange information. were to take on that profit model that has not gotten better for us with those advertising vehicles twitter is the test case it should be like a wicked ptl like a nonprofit they make $1 billion per year they do find why should there be anything else experts i have more i get all fired up. [laughter] >> the book is the attention merchants you can purchase said to be at the of book signing and our authors and thank you for joining us.
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[applause] [inaudible conversations] [inaudible conversations]
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>> those who are attempting to take advantage of the programs that we created to the benefit of the middle-class. to divert part of the programs and in the housing
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finance sector with of banks that ticket vantage of of political supervision of those mortgages and to peddle them that was day predatory act that contributed massively to the financial crisis. in the case of retirement programs to privatize social security to talk about the way the drug benefit and medicare was administrative and from the pharmaceutical companies. this is the kind of thing i referring to. >> the subtitle of the book is white liberals should.
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so how do conservatives and when did they abandoned in your view? >> my career started in the late '70s especially the early '80s. at the time of the reagan did ministrations a democratic staff director and at that time conservatives were true believers to have a strong body of ideas that they defended very aggressively and imaginatively. and they made a lot of friends from that period. but in the ls $0.3 republican did ministrations , adair word no such avatars of big ideas
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that ran the country for the benefit basically its own political constituency you could not engage in the same kind of arguments over ideas because nobody was up holding them. >> even the you may disagree with milton friedman politically correct. >> yes. i did debate in 1990 with the issue of television program free to choose i was on the panel. i considered him to be a friend that you have respect because he was advancing his ideas. but in that format of debate that i very much admire stripes so that is the type of activities in your view have not made that.
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>> but the conservatives abandoned friedman very early his ideas were not workable. the did not have a coherent view of monetary policy. >> and while liberals should abandon the free-market? >> the rhetoric of the free-market is something that liberals have learned to give lip service to with the price of admission to serious policy discussion in the united states. and battle bit would apply particularly to be a about - - obama administration back with a campaign 2008 kennedy brought obama it is the glory of the free market to. my view is this is something that

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